E-Tourism Africa Opening
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E-Tourism Africa Opening

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Opening Presentation by Damian Cook from E-Tourism Frontiers at the 5th Annual E-Tourism Africa Summit in Cape Town September 2012

Opening Presentation by Damian Cook from E-Tourism Frontiers at the 5th Annual E-Tourism Africa Summit in Cape Town September 2012

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E-Tourism Africa Opening E-Tourism Africa Opening Presentation Transcript

  • WE WILL BE STARTING IN 5 MINUTES
  • HASHTAG:#ETourismAfrica
  • WIFI Network:E Tourism Summit Password: capetown
  • FACTS & FIGURES
  • BUT FIRST A GRAPH...
  • AUDIENCE BOREDOM INDEX (ABI) AUDIENCE INTEREST HOW FASCINATING 100 75 50 25 10mins 20mins 30mins 40mins 0 50mins 60mins KILL ME NOW SLIDE 34
  • THE FUTURE IS ONLINE• 58% of all travel is now researched, booked bought and sold online• 96% of travellers start their research on the internet• Travel sales are expected to double this year, exceeding $300 Billion
  • Avoiding Extinction
  • GLOBAL MARKET CHALLENGES• Tour Operator driven model is diminishing• KPMG lists 49% of TOs as in decline and 24 major TOs bankrupted in 2011including Thomas Cook• Online regarded as motivating factor• Lack of customized and dynamic travel bookings
  • Leading Source for Travel Information
  • THE FUTURE IS SOCIAL• 40% on average of all time online is spent social networking• Facebook is one of the largest populations on earth with over 850 Million people• Social media is more popular and powerful than TV and print media combined
  • REACHING THEONLINE MARKET
  • Freedom
  • Customization
  • Scrutiny
  • Integrity
  • Collaboration
  • Entertainment
  • Speed
  • Innovation
  • E-Tourism means• Communicating the right• Content across a variety of• Channels to the best value• Clients who will• Convert to a sale and keep• Coming back
  • This means• Realtime Bookability and E-Commerce• Strong Social Media Presence• Facebook, Twitter, YouTube Channel, Blog..• Managing Online Relationships• Managing and Optimizing Conversion
  • KNOW YOURMARKET TO GROW YOUR MARKET
  • THE FUTURE OFGROWTH WILL BEABOUT YIELD AND NOT ARRIVALS
  • THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
  • Once In a Life Time...
  • A Tale of Two Giraffes• Selling the same product side by side is a real challenge
  • THE MARKET IS TOOCROWDED AND TOOLOUD TO BE MAKING BLAND GENERIC STATEMENTS
  • ESPECIALLY IN A MARKETDRIVEN BY SEARCH AND SOCIAL MEDIA
  • STRONG UNIQUE MESSAGING
  • We have to tell aninteresting story...
  • The Web is Changing Constantly...
  • Content Generation• Over the past 6 years the web has changed radically• People have become able to create content on the internet with no skills or technical knowledge• Users mainly consume content from other users
  • What Does That Mean?
  • SLIDE34
  • Our Users Are In Control
  • You need to work with them...
  • And they come prepared...
  • Leading Source for Travel Information
  • SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
  • VICARIOUS TRAVEL
  • Multiplying theTravel Experience• The vicarious travel experience effectively means that each person is now travelling with an average of 200 spectators• These are not passive spectators• They are engaging, commenting and recommending constantly• Travel suppliers now need to be a part of this atmosphere of constant engagement
  • EVERYONE IS A BLOGGER...
  • Everyone Advisor
  • THE SINGLE STUPIDEST THINGYOU CAN DO IF YOU WANT GOOD UGC
  • AND I CANGUARANTEE LOTS OF YOU DO IT...
  • QUESTION...
  • DO YOU GIVE YOUR GUESTS AN ELECTRICITY AND WATER BILL WHENTHEY CHECK OUT?...
  • THAT WOULD BE CRAZY...
  • THENWHYDO YOU CHARGETHEM TO USE THE INTERNET?...
  • KEEPING IT SIMPLE
  • Had I the heavens embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet;Tread softly because you tread on my dreams.
  • OR....
  • It’s a Visual Medium:Show Me Don’t Tell Me
  • Show me an experience that inspires me...
  • The Media Rules have changed...
  • MEDIA IS NOWYOU AND ME-DIA
  • Individuals Become Broadcasters & Syndicators
  • Content Goes Viral • Content is easy to produce and easy to share • Once released into cyberspace, users share, refer and pass on content to each other • It spreads and it spreads fast...
  • ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
  • The Market is more creative than the Marketer...
  • Show Business is being Shaken Up...
  • Popular Somebody....• Original Video: 316 Million views• 4th most liked Video• Over 40 cover versions, tributes, parodies and alternative versions• Total views: Over 330 million
  • Anything can becomepopular... and creative
  • Reporting a stolen scooter...
  • NEK MINNIT(Next Minute)
  • User Generated Content:Raw, Real, Reliable...
  • Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube• It has been viewed over 66,276,000 times and counting
  • THIS CONTENT IS ENGAGING... LITERALLY
  • SUCCESSFUL SOCIALMEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
  • Conversion• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential• As search and social becomes increasingly monetized branding alone is not a good investment• To see return on your online investment you need to convert
  • SOCIAL SELLS• US online buyers who were led to their purchase by a search engine or social media site (November 2010)• Search: 51%• Search and social: 48%• Social: 1%
  • Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2011: $4 Billion up 1600% from 2010• Video Advertising growing
  • Your Content direct to the Right Audience...
  • What do people love to talk about?
  • Opinions are important• 20% of North Americans read reviews before making a hotel booking during domestic travel.• 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe.• 50% of North Americans read reviews before making a hotel booking before booking long haul travel. source: NEW MEDIA TREND WATCH
  • Trip Advisor
  • Response time is speeding up...
  • TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  • THE FUTURE IS MOBILE AND LOCATION BASED• Tools, Apps and Sites that know where you are are becoming very popular• Find information and contacts around you• Post, report and relate to your content• More and more destinations are focussing on Location Based Services
  • FUTURE FOCUS • SLOMO: • Social Media driving referrals • Local Based Content & Services • Mobile as a means of publishing and sharing content
  • KEEP AWARE...KEEP EVOLVING
  • LET’S GETCREATIVE